Stopping Power is all you need

A good claim has to stop you and address a purchase barrier or at least make you feel enough to provoke a response.  I found this claim from Bodum to be disturbing, irritating, yet delightfully disruptive to my perception of how I feel about my choice to use the Nespresso brand. 

I'm sure it adds cost so I would love to know if Jimmy John's measure the effectiveness or impact of this simple, playful, genius placement......After all a sandwich, is just a sandwich... right ?

Cereal Dissonance

In search of a new breakfast cereal brand experience I opted for the eloquent yet mysterious sounding  - Product 19 (by Kellogg's).  It seemed a plausible substitute to Kellogg's Special K, which continues to cause  serial dissonance when I purchase  it - in the same way that lip balm, and moisturiser causes agitation and frustration that male targeted options remain few and far between.....Anyway, while I haven't actually opened the box yet,  I am enamoured with the claim of  "Live Better. Live 19".....(  years beyond expectation perhaps...)

Stop Press .... after a closer inspection of the front cover I discover a yoga lady subtly blended into the artwork....and then low and behold I notice the 80's-esque  cycle lady on the back cover....so I guess I was naive ..where is the (adult) male cereal in grocery  stores ????

Help nourish your brain

It dawned on me that its amazing what a claim can do in the home, and in this case - in my fridge.

The best claims are:

1.simple

2.have stopping power

3.believable, (or at least make you feel that its believable)

4.make you buy

5.make you come back and buy again

" Help nourish your brain" from the Minute Maid brand is a remarkable claim. It wins my attention, makes me use and buy, and beats "Natural spring water" each and every time....

Pepsi Throwback

Pepsi are on to a great idea with their Throwback launch.

1. Give people a piece of nostalgia, but in a way that piques curiosity and creates excitement.
2. Keep it simple and find a claim that is truly distinctive "Made with real sugar", in the face of the healthy eating mindset - the perfect 'disruptive' claim !
3. Keep it limited - lasts til Feb 22nd 2010. Check out more below.

http://www.pepsithrowbackhub.com/

The World's softest sock

So what makes a great claim?

1.It must be simple
2.It needs to have stopping power
3.It needs to be believable, (or at least make you feel that its believable)
4.It needs to make you buy
5.It needs to make you come back and buy again

Well this one certainly meets all 5 criteria. My wife has purchased 4 pairs of these socks in the last 4 months, and at c. $8-10 a pair (in stores) they certainly are high margin for the manufacturer and retailer alike.

I cannot figure out how they substantiate this claim "world's softest sock", unless of course they test each and every sock in the world for softness (unlikely)…..or perhaps this counts as ‘marketing puffery’ (more likely)?

In any case its fantastic marketing, because it works !